Although online targeted advertising, as a maturing research area in the discipline of information systems (IS), has great influence in practice, there have been few if any literature reviews on research in the area of online targeted advertising. In this paper, 68 articles are systematically analyzed, to assess the state of research on online targeted advertising. This paper summarizes the methodologies employed in prior research studies and uses a concept matrix to categorize the literature into three main dimensions ¬– focus on people (web users), focus on organizations (advertisers and ads brokers), and focus on technology (data mining etc.). Furthermore, this paper proposes a framework, through which important research themes and concepts are synthesized, to provide IS researchers with an overview of this research area and to identify those topics where much research has already been done and those topics where more research is needed.
Liu, Dapeng and Weistroffer, Heinz Roland, "A Look at Online Targeted Advertising in Information Systems Research" (2016). SAIS 2016 Proceedings. 17.